Posted on September 20, 2013 by Opticom

The pharmaceutical industry is facing both external and internal challenges. The external challenges are a lot about the health care sector’s strong focus on costs and lack of resources, creating a tough market to operate on. The internal challenges are especially about the need to be better at creating a dialogue with the new stakeholders. And LIF, the trade association for the research-based pharmaceutical industry in Sweden, needs to work on strengthening the industry’s reputation. These are some of the main findings of the survey that Opticom conducts each year in collaboration with the Pharma Industry magazine and LIF.

Since 2010, Opticom conducts an annual industry survey in the Swedish pharmaceutical industry in collaboration with Pharma Industry, and since 2012 also with LIF. The study is meant to reflect major industry issues and show how attitudes change over time. The study is designed as a web survey among Pharma Industry’s readers and other relevant people in the industry. This year’s survey was conducted in the spring of 2013.

Click here to read the full article about this survey on the pharmaceutical industry (in Swedish).



Posted on August 30, 2013 by Opticom

The Swedish health care system is mediocre at using innovative medicines compared to other countries in Europe. This is a result that surprises Europeans – but not Swedes. This according to a new survey Opticom has carried on behalf of LIF – the research-based pharmaceutical companies.

A summary article from LIF’s seminar during Almedalen is presented in the report “Vården i Almedalen 2013”. This report is an editorial magazine where the communication agency Gullers Group make sure that what is being said in Almedalen does not just stay on the island of Gotland. Since 2010, the report summarises and analyses the most important health care issues during the week – and how health care stakeholders would like to resolve them. The report is organized according to the themes that dominated the week and shows current trends and developments in Swedish health care.

To read the article (in Swedish), click here.

For more information about the study conducted on behalf of LIF, please contact project manager Marijn van der Sluijs at +46 8 50 30 90 00 or marijn [at] opticom [dot] se.



Posted on July 5, 2013 by Opticom

During a seminar in Almedalen on the 5th of July, Opticom presented a report on why the use of innovative drugs differs between comparable countries in Europe. The report was prepared on behalf of LIF, the trade association for the research-based pharmaceutical industry in Sweden. To provide LIF with a deeper understanding of why the use of innovative drugs differs among comparable countries, Opticom conducted interviews with approximately 200 Key Opinion Leaders and representatives for government authorities and other national organisations, in four core therapeutic areas in six European countries: Sweden, Denmark, the Netherlands, Germany, the United Kingdom and France.

For the four selected therapeutic areas, IMS Health provided LIF and Opticom with data how innovative medicines are prescribed in the various countries, which in turn enabled a ranking of countries. These rankings then formed the basis for discussion with the respondents. For the therapeutic areas that the survey focused on – Alzheimer’s, anticoagulants, diabetes, and oncology Sweden landed in positions 10 to 17, when the use of innovative drugs compared to 27 European countries.

The fact that Sweden is relatively low in these international comparisons is something that surprises respondents outside Sweden. The image of Sweden as an innovative country with high welfare is fairly widespread in Europe leads to the expectation that Sweden would be a country that should take more of a leading position.

To access a summary of the results, please choose your language below:
English or Swedish

To access the full report (in Swedish) – click here.

For more information about this report, please contact project manager Marijn van der Sluijs at +46 8 50 30 90 00 or marijn [at] opticom [dot] se.



Posted on July 1, 2013 by Opticom

In the Confederation of Swedish Enterprise’s report “Marknadsinriktade reformer lönar sig” (Market-oriented economic reforms pay off), Ulf Jakobsson goes through a number of international studies that show that Sweden compared to other countries has had a more positive development of the business climate in recent decades thanks to extensive reforms. The success shows that it pays off to implement market-oriented economic reforms.

The report also includes a study of the Swedish business environment conducted by Opticom, where business leaders from internationally oriented and research-intensive companies have given their view of the business climate in Sweden.

For more information, please contact Mats Nygård at



Posted on June 14, 2013 by Opticom

Is the Swedish healthcare system using innovative pharmaceuticals to a lesser extent than other, comparable countries in Europe? What can this depend on? Opticom was contracted by LIF to ask these questions directly to decision makers and Key Opinion Leaders across Europe.

As part of LIF’s seminar “Halkar Sverige efter i användning av moderna läkemedel?” during the 2013 Almedalen week, Project Manager Marijn van der Sluijs will present the main conclusions from a recent international study addressing differences in the use of innovative pharmaceuticals.



Posted on May 9, 2013 by Opticom

Some time ago I wanted to rent a car and walked into an Avis office. On the counter there was a sign that read: “Avis needs you. You don’t need Avis”. It can hardly be expressed more simply than that, says Mikael Selling, Opticom International Research, in his column for Papernet.

We really need our customers, regardless of the products we sell or the services that we offer, but customers are mostly doing just fine without us. I find Avis to be an excellent example of a customer and market oriented company!

So what can you say about the level of market and customer orientation within the forest product industry?

I have been a consultant to the forest industry for over 20 years now and my experience is that there are great differences in how different forest companies deal with customer and market orientation.

Most companies have unfortunately not developed this way of looking at things to any greater extent, but it’s about time to rethink!

Based on the results from a survey that Opticom and Nordic Paper Journal presented on November 30, 2009 my viewpoint was confirmed by industry representatives. A majority, 61%, of respondents working within the Swedish forest industry considered “increased market and customer focus” to be the most important factor to a forest company in order to become more successful.

How can it be that so many forest products companies do not understand the values and importance of listening to the market?

Within the forest industry, we prefer to talk about production economy – tons per year and stock levels – but few people see the benefits in scanning the market for information in the way that practically every consumer goods supplier does.

In his article on Papernet, Mikael Selling illustrates why it’s decisive for the forest industry to develop its skills of listening to the market, to base the decisions on market facts and to embed the customer´s voice in the companies DNA. Read the full article here.



Posted on April 12, 2013 by Opticom

With a sufficient number of subscribers already committed to the project in the first week of April, Opticom has been able to decide that the office paper survey will take place during 2013.

The core survey consists of telephone interviews with professional office paper purchasers in Germany, the United Kingdom and France. In addition, interviews will be conducted in another four European countries: Italy, Spain, the Netherlands and Sweden with 300 interviews per country bringing the total survey coverage to 2 100 offices across Europe.

The survey provides value to subscribers in a number of ways:

  •  Follow-up and evaluation of the success of brand strategies: Rebranding, the launch of new concepts, brand positions’ development over time can all be evaluated accurately on the basis of the survey.

  • Evaluation of different brands’ value in different markets – including awareness, satisfaction and loyalty – provides a valuable input for developing a brand’s position in a brand portfolio or for developing a brand portfolio to even better fit with end-user needs.

  • In addition to providing you with input on how to develop your portfolio, Opticom’s independent research report also provides you with a powerful tool in channel negotiations.

  • A good position in the overall ranking for your brands can be used for marketing and PR purposes and can contribute to building commitment internally.

The preparation of the survey will take place during May and June and fieldwork will be conducted after summer so that reports will be available by November/December the latest. For more information, or ordering of the study, please contact Marijn van der Sluijs at +46 8 50 3090 00 or Marijn [at] opticom [dot] se.



Posted on February 1, 2013 by Opticom

The Swedish government decided on 24 March 2011 to call for a special investigator to submit proposals on how the patient’s position in and influence over health care can be strengthened. The study has adopted the name of Patient Power Inquiry (Patientmaktsutredningen). Yesterday, the study submitted its interim report Patient law (SOU 2013:2).

In this preliminary report a new patient law is suggested by the investigation in accordance with the government directives. The suggested new law addresses how patient choice in healthcare can be further strengthened; how the patient’s need for support, advice and information should be met in relation to the guarantee for and free choice of care; and how the authorities should work to strengthen the position of the patient.

In order to better understand the local and national initiatives that are undertaken by various stakeholders on local, regional and/or national level, Opticom has conducted a number of Stakeholder management projects focusing on the topic of patient power in specific therapeutic areas. The outcome of these projects have contributed to a better understanding of stakeholder roles and attitudes towards increased patient influence, an updated overview of initiatives and best practices as well as a strong platform for improved relations and increased cooperation with external parties. In addition, these projects have formed a solid foundation for workshops to kick-off of internal activities to work more patient-oriented.



Posted on January 31, 2013 by Opticom

With the aim of improving our communication regarding the value we provide to our clients and to make the web site visit a more interesting experience, we are now launching a new web site.

With this new web site we want to put an even greater emphasis on presenting our client testimonials and to focus the information on the specific industries we operate in. What is more, we would like to create a more intuitive reading experience through this new structure. The new structure of the web site also facilitates adding new content which will make this web site more up-to-date than its predecessor.